WINNING THE
WORLD OVER
THE STORY OF ASIA PACIFIC BREWERIES
In 1930, Heineken and Fraser
and Neave joinED forces and
establishED a joint venture to
build a brewery in Singapore.
In 1...
Acclaimed
Since 1931, our
path has been one
of adventure,
entrepreneurial drive
and the relentless
desire to be a leading
...
MEMORABLE MOMENTS
Our first international adventure
In 1958, we had our first offshore
expansion and purchased the South
P...
05AN ASPIRATIONAL SPIRIT
WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES0606
07
MEMORABLE MOMENTS
Setting an international
precedent
In 1993, we were the first western
company to sign a joint venture...
CELEBRATING
DIVERSITY
THE DIVERSITY OF
OUR PEOPLE IS OUR
GREATEST ASSET.
We have the widest regional footprint
of any inte...
09CELEBRATING DIVERSITY
TIGER IS our flagship brand. For more than
80 years, Tiger’s strong brand equity,
rigorous adherence to quality and innova...
Born in
the east
With worldwide acclaim and a host
of international medals, Tiger has
travelled the world and come back
to...
Available in over
170 countries on
the planet, Heineken
possesses the widest
presence of any
international
BEER brand.
Hei...
13THE HEINEKEN EXPERIENCE
WE operate A
BRAND-LED BUSINESS
MODEL. WE ARE ABOUT
FUN AND ABOUT
LIFESTYLE.
We have a strong portfolio of over forty
bran...
PREMIUM LAGER BEER
World Acclaimed
DRAUGHT
Smooth
EXTRA STOUT
PALE ALE
Enjoy Drinking
BREW
PINT
PREMIUM
QUALITY
FINEST ING...
OUR
BEERS GO
THROUGH
OVER 250
Quality
control
checks
16 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
MEMORABLE MOMENTS
A world first in New Zealand
Morton Coutts was the founder of
the DB Brewery in New Zealand.
In the 1930...
•	 We are results 		
	oriented
• 	We take pride in 		
	what we do
• 	We are committed 		
	to being the best
We are committ...
•	 We are like a family
• 	We find alignment
• 	We don’t allow
others to fail
We have a strong sense of culture
and camara...
•	 WE VALUE DIVERSITY
• 	WE LIKE HAVING FUN
• 	WE STAY CONNECTED
We work together to achieve our goals.
We are like the Un...
•	 WE LIKE TO learn
• 	make the best of the 	
	present
• 	WE Build our future
We enjoy that our work is challenging.
We ar...
Asia Pacific Breweries is committed to
giving back to the society. We believe
in improving the lives of communities
in whi...
23A COMMUNITY FOCUS
The Next Chapter
Asia Pacific is the place to be. Dynamic
growth in the region has seen dynamic
growth for us as a company...
25OUR DYNAMIC FUTURE
WWW.APB.COM.SG
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  1. 1. WINNING THE WORLD OVER THE STORY OF ASIA PACIFIC BREWERIES
  2. 2. In 1930, Heineken and Fraser and Neave joinED forces and establishED a joint venture to build a brewery in Singapore. In 1931, a tiger was born. Tiger beer became the first beer that was Asian in origin yet possessed all the qualities of a top-notch Western brewed beer. World
  3. 3. Acclaimed Since 1931, our path has been one of adventure, entrepreneurial drive and the relentless desire to be a leading brewer in the Asia Pacific region. Some would say we are a lucky company, being in the right place at the right time, with the right people and products. However, we believe we have made our own luck. We invest in people that share this same spirit of adventure and have this passion for success. We believe in the power of our brands, we are entrepreneurial in our marketing and we stay close to our consumers. We don’t sell products, we sell a lifestyle. MEMORABLE MOMENTS Opening night at the brewery “Over 200 guests attended and they were given as much beer as they desired, and an eloquent tribute to the new beverage lay in the fact that many who were not regular drinkers asked for a second, while others had a third.” Straits Times, Singapore 1932 THE LAUNCH OF TIGER CUB During World War Two, there was a severe shortage of raw materials, including glass, malted barley, hops and yeast. For the business to survive, the Tiger team had the ingenuity to launch a lighter beer called Tiger Cub. It wasn’t as strong as the original brew but having some beer was better than having no beer at all. Tiger Cub was retired in 1947. 03WINNING THE WORLD OVER – A TIGER IS BORN
  4. 4. MEMORABLE MOMENTS Our first international adventure In 1958, we had our first offshore expansion and purchased the South Pacific Brewery in Papua New Guinea. Since then, SP Lager, Papua New Guinea’s first premium beer brand, has gained unprecedented popularity amongst the local population. A BREWERY FOR A DOLLAR In 1978, South Pacific Brewery was losing money because of a heavy discount war with San Miguel. Desmond Neill was tasked with selling South Pacific Brewery for $1. When he reached Port Moresby, he realised the competition was faring far worse, saw the long term potential in Papua New Guinea and negotiated to buy San Miguel for $1 instead. Today, South Pacific Brewery is APB’s second most profitable operating company. Now that’s the Tiger spirit! An explosive moment In 1994, a volcanic eruption destroyed the airport in Rabaul and covered most of the town with heavy ashfall. With only nineteen hours of warning before the eruption, we chartered a jet and evacuated many of the locals away from the danger zone. WE are proud of our adventurous spirit. we have seized opportunities and ventured where others have not. We are a growth-focused company that dares to do things differently. In the early 90’s, we recognised the limitations of the small markets we were operating in. We had to expand our horizons. With a sense of courage and conviction, we set off to build relationships, breweries and markets around the region. We are calculated risk takers with a relentless energy. We built five green field brewery operations in five different countries all within a year and a half. We all appreciate the teams that went out to the regions and put in the hard work in sometimes difficult circumstances that helped us to build the dynamic regional footprint we have today. We have a history of people that have built their careers by building the company. Today we see the benefits of our leadership position in these emerging markets. Our strategy has served us well and we retain this pioneering spirit in everything we do. an aspirational spirit 04 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  5. 5. 05AN ASPIRATIONAL SPIRIT
  6. 6. WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES0606
  7. 7. 07 MEMORABLE MOMENTS Setting an international precedent In 1993, we were the first western company to sign a joint venture agreement with the Vietnamese government. That agreement became the template for other joint ventures negotiated in Vietnam ever since. At that time, Tiger was considered to be the drink of capitalism. WE PRIDE OURSELVES IN OUR ABILITY TO FORGE POSITIVE, MUTUALLY BENEFICIAL RELATIONSHIPS WITH OUr PARTNERS. We build relationships with our customers, our distributors, our suppliers and ultimately our consumers. We invest a great deal of time and energy in these relationships. We are tenacious in making sure they work and we always take a long term view. We love to meet people and we are always hospitable and responsible hosts. As leaders in the markets in which we operate, we always give more than is expected of us. We have established joint ventures with many other companies across the region. We are always appreciative of the unique strengths our partners bring to the table. We grow together and create value in the process. BUILDING PARTNERSHIPS 07BUILDING PARTNERSHIPS
  8. 8. CELEBRATING DIVERSITY THE DIVERSITY OF OUR PEOPLE IS OUR GREATEST ASSET. We have the widest regional footprint of any international brewer. We are part of a global framework of breweries, yet we are local in our content. Our footprint enables us to prosper across our markets in both good times and bad. We are a unique Singaporean company that has moved very quickly to become an Asian multinational. We are not traditional. We are prepared to push beyond the borders more than most companies. In fact, we are really a multi-local business. In the early 90’s, we had five breweries in three countries. Twenty years later, we have grown to more than thirty breweries in fourteen countries. MAN Y CULTURES ALL ENJOY DRINKING OUR B EER In the process, we have been able to provide our people with the opportunities to learn and develop their skills within these markets and demonstrate their adaptability and business acumen. Today the diversity of our management teams across the Group is a key strength of our business and we encourage the free flow of talent across all our operating companies. This is an important part of our growth. We celebrate the fact that so many different cultures enjoy drinking our beer. MEMORABLE MOMENTS A United Nations of beer Many of our staff have worked in different countries. We have Russians working in Papua New Guinea, Vietnamese working in Singapore, New Zealanders working in Thailand and Uzbekistanis working in Mongolia. Our leaders, like the bubbles in our beer, rise from within. A DIVERSE LEADERSHIP In the past our key leaders were mainly sourced from APB Singapore or were Heineken expatriates. Today we have a wide variety of leaders sharing different backgrounds, essential for any successful company in a fast and competitive industry. 08 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  9. 9. 09CELEBRATING DIVERSITY
  10. 10. TIGER IS our flagship brand. For more than 80 years, Tiger’s strong brand equity, rigorous adherence to quality and innovative marketing initiatives have fuelled its popularity in the East and West. Tiger is brewed in more countries in Asia than any other Asian beer and exported to over seventy countries worldwide. With over forty international gold medals for quality and taste, Tiger positions itself as the reward for winners. Tiger is the second most recognisable Singaporean brand in the world. WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES10
  11. 11. Born in the east With worldwide acclaim and a host of international medals, Tiger has travelled the world and come back to Asia with renewed respect at home. LOVED IN the WEST After Tiger’s initial success in the United Kingdom, Heineken UK suggested to APB that they manage the brand locally. It’s subsequent success was never a foregone conclusion, but rather the result of ten years’ hard work from an intrepid team who visited pubs and bars up and down the country, including London, Birmingham, Edinburgh, Manchester and Dublin. They persuaded barmen across the UK to recommend Tiger, the cool taste of Asia, to their friends and their customers. Ten years of persistence to create an overnight success, with Tiger available in 6,000 establishments! TIGER tRANSLATE Tiger Translate is a showcase of the best emerging creativity in the Asia Pacific region with work that challenges, entertains, engages and inspires. We uncover young Asian talent in music, art and design and give them a chance to perform on the world stage. By keeping Tiger Beer top of mind, our imaginative Tiger artists translate themes into visual masterpieces. TIGER STREET FOOTBALL Tiger Street Football is an international tournament that brings together the best and brightest street football players from around the world. It takes place in five countries across Asia and is shown on live television. Teams play on a caged football pitch in a carnival atmosphere and battle it out to progress to the final game to be crowned ‘Kings of the Street’. 11TIME FOR A TIGER
  12. 12. Available in over 170 countries on the planet, Heineken possesses the widest presence of any international BEER brand. Heineken is commited to surprising and delighting consumers everywhere. Its quality and reputation have proven to be an ideal growth driver and the brand resonates around the globe with its internationalism, quality and refreshing taste. Distinctive in its green bottle, its exclusive image builds rapport with sophisticated consumers everywhere who appreciate the Heineken experience and its close association with premier sporting and music events. VIETNAM – A FIVE STAR PERFORMER APB has managed the Heineken brand in Vietnam from the late 1980’s. In those days beer marketing was easy – put some western ads on TV and have Europeans drink Heineken in restaurants and coffee shops. From this humble brand plan, Vietnam is now a top five worldwide Heineken market. Today the marketing plans are a little more sophisticated. MEMORABLE MOMENTS THE HEINEKEN EXPERIENCE The consistent Heineken experience is reinforced in every market. Only the best quality raw materials brewed lovingly and long and released only when perfect. Served in a chilled glass with the beer to the top of the star, foam skimmed, served on a Heineken coaster and enjoyed by all. THE EXPERIENCE 12 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  13. 13. 13THE HEINEKEN EXPERIENCE
  14. 14. WE operate A BRAND-LED BUSINESS MODEL. WE ARE ABOUT FUN AND ABOUT LIFESTYLE. We have a strong portfolio of over forty brands that we manage and build. With this diversity of brands, we have flexibility in the marketplace, giving us a strong competitive advantage. We control our own destiny by shaping these brands. Collectively, they form a combination of global, regional and local brews that cater to every preference and drinking occasion in their respective markets. We constantly challenge ourselves to ensure our brands are keeping pace with our consumers. Brand diversity is the key to meeting consumers’ varied and increasingly sophisticated needs. We constantly excite the markets, cater to new demands and seek innovation in developing new products and variants. WE ARE BRAND BUILDERS 14 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  15. 15. PREMIUM LAGER BEER World Acclaimed DRAUGHT Smooth EXTRA STOUT PALE ALE Enjoy Drinking BREW PINT PREMIUM QUALITY FINEST INGREDIENTS GREEN BREWING Cold One BREWERIES IN SINGAPORE • VIETNAM INDONESIA • CAMBODIA • MALAYSIA SRI LANKA • MONGOLIA • NEW ZEALAND NEW CALEDONIA • PAPUA NEW GUINEA LAOS • SRI LANKA • SOLOMON ISLANDS Thailand • CHINA 1932 MEMORABLE MOMENTS Indonesia’s iconic beer Bintang is Indonesia’s favourite beer. Production of Bintang began at its Surabaya brewery in 1931 and since then Bintang has achieved success and leadership with their quality brews. It has won many awards and recently picked up a Gold Medal at the 2011 Brewing Industry International Awards. Widely available throughout the Indonesian archipelago, Bintang establishes bonds amongst Indonesians and celebrates togetherness. A drinking war ABC is by far the largest premium brand and only stout in Cambodia. It was built can by can by our intrepid export team by visiting both the Government army and the Khmer Rouge in the 80’s and 90’s. ABC was seen as an essential brew to enable the two factions to meet on occasion. And while we can’t claim to have assisted in reconciling both sides, ABC was certainly part of the celebrations. Crafted to perfection Archipelago offers world beer experiences beyond the ordinary for beer enthusiasts. We begin with an idea often themed to an occasion or a brewing style rich in heritage. The Archipelago team then brings together skill, innovation, collaboration, passion and fun to create a boutique range of handcrafted world beers. 15WE ARE BRAND BUILDERS
  16. 16. OUR BEERS GO THROUGH OVER 250 Quality control checks 16 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  17. 17. MEMORABLE MOMENTS A world first in New Zealand Morton Coutts was the founder of the DB Brewery in New Zealand. In the 1930’s, he investigated the nature of yeast, the most important ingredient in any brewing process. Coutts speculated that yeast could be properly controlled and this led him to create the wort stabilisation process. He then separated the fermentation into stages. In the first stage the yeast grew and in the second the fermentation began. The yeast was thus encouraged to either grow or produce alcohol. As a result, Coutts created a continuous flow between the two fermentation processes. DB became the only company in the world to master continuous fermentation, incredibly economic in the brewing process as it uses less raw materials, water and electricity. The end result? DB challenged the way the world brews beer and sold this technology internationally. Bottle returns in South China The success of our Anchor brand on Hainan Island ensured a successful expansion of the brand into Guangdong province. However, we were selling Anchor in returnable quart bottles and needless to say those bottles were not returning from Guangdong. Realising the potential of the brand in South China, we set up a returnable bottle system to get the bottles back to Hainan. After an interesting week, we had signed up a number of bottle collectors and within a month the empty bottles were arriving back in Hainan. In most countries, it would take six to twelve months to set up a system like that! OUR COMMITMENT TO QUALITY IS SECOND TO NONE. Our beers are brewed under the supervision of our own international technical experts, who can call upon more than a century’s experience of European brewing excellence. We use only the finest ingredients and maintain the most stringent brewing standards. We have over 250 quality control checks that cover every stage of the brewing process. Over the years, we have won many prestigious quality awards both locally and internationally. In yet another recognition of our commitment to brewing excellence, we were recently named the world’s Champion Brewery in the Large Brewing Company Category in the prestigious Brewers’ Association World Beer Cup. TECHNICAL EXCELLENCE 17TECHNICAL EXCELLENCE
  18. 18. • We are results oriented • We take pride in what we do • We are committed to being the best We are committed to being the best. Our hard work and determination to succeed has resulted in a financially strong company with the kind of dynamic growth that captures the imagination. We have clear market leadership positions and we take pride in being the best. We are motivated to succeed and we drive ourselves to constantly improve.   We have a great reputation for being a professional well-run operation and we are proud of our achievements. “It’s a very fast dynamic successful company. It’s got a good clear sense of direction and being able to contribute to that success and even at times help shape that direction of success is hugely rewarding.” Russell Browne, Marketing – DB Export & Emerging Brands, New Zealand “Since the day I joined APB I realised how dynamic the place is. It’s filled with passionate people. Working here I have challenges everyday, everything is different, and people just draw their energy from the passion that is APB.” Aaron Lim, Corporate Communications, Singapore“What excites me is that it’s a very competitive environment. It keeps you keen, it keeps you on your toes and it also makes sure that every day and every week is different. There’s always some challenge that you’ve got, and I think that overcoming those challenges gives you a great deal of satisfaction.” Andrew Lamont, Commercial Director, Thailand “I enjoy working here because it is a very well organised company. We have a very professional management team, they are working close to the people, they treat people like a family.” Mr Tai, Sales Manager, Vietnam FOCUS ENTREPRENEURSHIP COMPETITION 18 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  19. 19. • We are like a family • We find alignment • We don’t allow others to fail We have a strong sense of culture and camaraderie. We roll up our sleeves, look after each other and never let our colleagues fail. We work hard and we play hard together. We have great people, a great environment in which to work and a great place to grow and belong. “I love this company because we enjoy working together with open communication and truthful attitudes. I strongly believe we will progress well because our team works very hard with a good responsible spirit.” Nguyen Thi Doi, Training Manager, Vietnam “The company is really focused. We set goals for ourselves within the company and we work hard together as a team to achieve these goals.” Patronila Paisi, Group TPM & Quality Assurance Coordinator, Papua New Guinea “We encourage people to develop their problem solving skills, communication and collaboration skills. You develop your ability to build relations with your customers, your partners and your colleagues.” Durbek Sattarov, Commercial Director, Mongolia “I enjoy working here because we’re just like family. Most people have work experience of more than ten years and therefore have a lot of experience to share. They are always happy to help you whenever you have a question. It really feels great.” Su Zhizhuang, Packaging Control, Singapore FAMILY GOAL SETTING COLLABORATE SPIRIT 19OUR VALUES
  20. 20. • WE VALUE DIVERSITY • WE LIKE HAVING FUN • WE STAY CONNECTED We work together to achieve our goals. We are like the United Nations of brewing. Our diversity requires us to be open-minded and to value each other’s opinions.   We have many important partnerships that we nurture, both inside and outside of our company. We take into consideration the work life and home life of our people.   We enjoy getting involved outside of work and take the time to give back to our communities. “I also work very closely with the sales and the brewing team where we are highly encouraged to communicate openly and also respect each other which is very important because then we can resolve any issues almost immediately.” Susan Leong, Marketing – Archipelago, Singapore “I graduated last year and I really like the open culture here. The management here is always interested in what I have to say, my ideas my opinions and suggestions about how we can work together to improve the company.” Cassey Maninaka, Communications Officer, Papua New Guinea OPENNESS R espect & COMMUNICATION “We’re a really great team. We work hard and play hard. It’s a really good work life balance as well, which is really important to me.” Jen McIndoe, Marketing – Monteiths, New Zealand WORK-LIFE BALANCE OPEN CULTURE “I really enjoy working together with so many people from different countries.” Josie Wong, Marketing Manager, China DIVERSITY 20 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  21. 21. • WE LIKE TO learn • make the best of the present • WE Build our future We enjoy that our work is challenging. We are an adventurous company and we encourage our people to take on new challenges and responsibilities so that they can learn and grow.   We encourage our people to go beyond their comfort zones and take on projects earlier in their careers than they would with other companies.   Our people are exposed to all aspects of our business and they become well-rounded individuals in the process. “What I enjoy most about working in this company is probably the work environment is very challenging. It keeps me on my toes most of the time and pushes me to learn as much as possible and I can see it’s a very good baseline for my growth.” Risa Kopi, Brewing, Papua New Guinea “I’ve had a variety of roles really. I’ve been quite fortunate. I’ve worked in the laboratory, that’s where I started in quality, and then I moved into brewing as a trainee brewer, so I learnt the ropes there and then moved into packaging.” Natasha O’Brien, Supply Chain Packaging Manager, New Zealand “The company has a very dynamic and challenging working environment. There are many career development opportunities. I think a successful company is a company focusing on people development.” Dao Cong Phuoc, Packaging Manager, Vietnam “It is basically a great training ground. We are encouraged to try different things through trial and error. In this way both the organisation and the individual can grow and develop organically.” Dennis Yeo, Accountant, Singapore 21OUR VALUES
  22. 22. Asia Pacific Breweries is committed to giving back to the society. We believe in improving the lives of communities in which we operate. The set up of the APB Foundation in 1994 anchors this long-term focus. The Foundation gives back via three tenets – the arts, education and caring for the needy. Flagship projects under these tenets are designed to plug gaps, achieve long-term impact and benefits for our communities. The Signature Art Prize is the first of its kind in the regional arts scene that recognises excellence in contemporary visual arts in 24 Asia Pacific countries. The APB Foundation Scholarship which caters to tertiary students with disabilities is unique in Singapore. We have since had 19 scholars from various fields and the graduates are gainfully contributing back to society. The spirit of giving, however, is not limited to the Foundation but has also extended to our operating companies and staff. Our staff has helped raised funds for charities and volunteered in community activities, including the Foundation’s flagship grocery delivery programme which is benefitting more than 200 needy families and 150 elderly in Singapore. To ensure that we continuously meet society’s needs, we evaluate our programmes half yearly and we look out for opportunities to give back to the society via the Foundation’s three tenets and partnering like-minded stakeholders in regional CSR projects focusing on water and education. For more information on the APB Foundation, visit our website at www.apb.com.sg/apb-foundation MEMORABLE MOMENTS OPERATING COMPANIES Our breweries also play a vital role in giving back to the communities in which they operate. Being socially responsible, each of them gives support to various social, educational and environmental causes in their respective countries. We encourage the responsible consumption of alcohol, undertake sustainable reporting and reduce water and energy. 22 WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES
  23. 23. 23A COMMUNITY FOCUS
  24. 24. The Next Chapter Asia Pacific is the place to be. Dynamic growth in the region has seen dynamic growth for us as a company.  With this growth, we now have the largest footprint in Asia Pacific and the most iconic portfolio of brands.   The year 2012 marks a new chapter in our illustrious history. After 81 years, we are moving from a joint venture between Heineken and Fraser and Neave, to becoming a Heineken owned company.   As part of the Heineken global family there will be many exciting opportunities and our pioneering spirit, passion and determination will enable us to take on the challenges of this changing world, just as it has in the past. OUR DYNAMIC WINNING THE WORLD OVER – THE STORY OF ASIA PACIFIC BREWERIES24
  25. 25. 25OUR DYNAMIC FUTURE
  26. 26. WWW.APB.COM.SG

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